Steve Howard: Let's go all-in on selling sustainability

Translator: Crystal Ye Reviewer: Bighead Ge

I've spent my life working on sustainability.

我一世人都係為可持續發展工作

I set up a climate change NGO

我成立咗一個關注 氣候變化嘅非牟利組織

called The Climate Group.

叫氣候組織

I worked on forestry issues in WWF.

我曾經係世界自然基金會 做過林業嘅工作

I worked on development and agriculture issues

我曾經喺聯合國組織 做過發展同農業嘅工作

in the U.N. system.

About 25 years in total,

經過一共 25 年嘅工作

and then three years ago, I found myself talking to

三年前，我同宜家家居嘅總裁講

IKEA's CEO about joining his team.

想加入佢嘅隊伍

Like many people here, well,

好似在座各位一樣

I want to maximize my personal impact in the world,

我想對世界有最大嘅影響

so I'm going to explain why I joined the team there.

我會解釋點解我加入嗰個隊伍

But first, let's just take three numbers.

但首先，等我哋睇下三個數字

The first number is three:

第一個數字係三

three billion people.

代表三十億人

This is the number of people joining

呢個數字表示到 2030 年

the global middle class by 2030,

全球將會有三十億人脫離貧窮

coming out of poverty.

加入中產階級

It's fantastic for them and their families,

對於佢哋同佢哋家人嚟講，係非常好

but we've got two billion people in the global middle class today,

但全世界已經有二十億中產人士

and this swells that number to five,

所以總數會增加到五十億

a big challenge when we already have resource scarcity.

喺我哋資源缺乏下，情況更加嚴峻

The second number is six:

第二個數字係六

This is six degrees centigrade,

六表示温度

what we're heading towards in terms of global warming.

指全球變暖嘅温度

We're not heading towards one degree or three degrees

我哋唔係增加一度、三度或者四度

or four degrees, we're heading toward six degrees.

而係增加六度

And if you think about it, all of the weird weather

當你認真諗下，我哋係過去幾年

we've been having the last few years,

所經歷嘅極端天氣

much of that is due to just one degree warming,

大部分都只係因為一度

and we need CO2 emissions to peak

就算我哋想全球 二氧化碳排放量減少

by the end of this decade globally

都要等呢個十年結束之前 達到最高峰

and then come down.

先至可以回落

It's not inevitable, but we need to act decisively.

呢個唔係無可避免，但我哋要果斷行動

The third number is 12:

第三個數字係十二

That's the number of cities in the world

即係我阿嫲出世嗰陣

that had a million or more people

世界上擁有一百萬 或以上人口嘅城市數量

when my grandmother was born.

You can see my grandmother there.

你可以見到我阿嫲係度

That was in the beginning of the last century.

講緊係上個世紀頭嘅時候 只有十二個城市

So just 12 cities. She was born in Manchester, England,

我阿嫲喺曼徹斯特出世

the ninth largest city in the world.

曼徹斯特係嗰時 全世界第九大城市

Now there are 500 cities, nearly,

但全世界而家就有大概五百個

with a million people or more in them.

一百萬或以上人口嘅城市

And if you look at the century from 1950 to 2050,

當你睇返 1950 年 到 2050 年嘅一百年間

that's the century when we build all the world's cities,

喺呢段時間裏面

我哋起咗全世界所有城市

the century that we're in the middle of right now.

而我哋正處於呢一百年嘅中間

Every other century was kind of practice,

每一個世紀都好似有一樣嘢要做

and this lays down a blueprint for how we live.

呢個世紀就係我哋定下 下一幅生活藍圖

So think about it.

諗下啦

We're building cities like never before,

我哋前所未有咁起城市

bringing people out of poverty like never before,

前所未有咁令人脫離貧窮

and changing the climate like never before.

同時前所未有咁改變氣候

Sustainability has gone from a nice-to-do

可持續發展已經由「做下都唔錯」

to a must-do.

變成「必須要做」

it's about what we do right here, right now,

關乎到我哋而家 同埋我哋工作裡面要做嘅嘢

and for the rest of our working lives.

So I'm going to talk a little bit about

所以我會講下企業可以做乜

what business can do

and what a business like IKEA can do,

同埋好似宜家咁嘅企業可以做乜

and we have a sustainability strategy

我哋有一個可持續發展策略

called "people and planet positive"

叫「人類同地球嘅希望」

to help guide our business to have a positive impact on the world.

希望企業可以 為世界帶嚟正面影響

Why would we not want to have a positive impact

點解我哋企業唔想 為世界帶嚟正面影響呢？

on the world as a business?

Other companies have sustainability strategies.

其他公司亦都有 可持續發展嘅策略

I'm going to refer to some of those as well,

我會講其中一啲策略

and I'm just going to mention a few

我只會講當中嘅一啲承諾

of the commitments as illustrations that we've got.

But first, let's think of customers.

但首先，等我哋諗下消費者

We know from asking people from China to the U.S.

我哋訪問中國同美國嘅人

that the vast majority of people care about sustainability

佢哋大部分人面對日常問題之餘

after the day-to-day issues,

都會關心可持續發展

the day-to-day issues of, how do I get my kids to school?

日常問題指，點樣送我嘅細路返學？

Can I pay the bills at the end of the month?

我月尾還唔還得曬帳單？

Then they care about big issues like climate change.

之後佢哋就關心大問題，例如氣候變化

But they want it to be easy, affordable and attractive,

但希望解決方法會簡單 可以負擔得到同吸引

and they expect business to help,

佢哋希望企業會幫手

and they're a little bit disappointed today.

但今時今日，佢哋有啲失望

So take your mind back and think

所以我哋返轉頭去諗 第一個環保產品

of the first sustainable products.

We had detergents that could wash your whites grayer.

我哋嘅洗衣產品 可以將白衫洗成灰色

We had the early energy-efficient light bulbs

我哋有早期需要五分鐘 去預熱嘅省電膽

that took five minutes to warm up

and then you were left looking a kind of sickly color.

而之後你只會睇到一種奇怪嘅顏色

And we had the rough, recycled toilet paper.

我哋有粗糙、可回收廁紙

So every time you pulled on a t-shirt,

所以無論你著上一件襯衫 或者開燈，或者去廁所

or switched the light on, or went to the bathroom,

or sometimes all three together,

或者三樣一齊做

you were reminded sustainability was about compromise.

你都會記得可持續發展 指生活上嘅讓步

It wasn't a great start.

但咁樣似乎唔係 可持續發展嘅好開始

Today we have choices.

今日我哋有各種選擇

We can make products that are beautiful or ugly,

我哋可以將產品做得 好靚或者好醜

sustainable or unsustainable, affordable or expensive,

環保或者唔環保

實惠或者昂貴

functional or useless.

實用或者無用

So let's make beautiful, functional, affordable,

所以我哋一齊製造 又靚，又實用

又實惠，又環保嘅產品

sustainable products.

Let's take the LED.

睇下 LED 燈

The LED is the next best thing to daylight.

LED 係僅次於日光嘅最好發光物體

The old-fashioned lightbulbs, the incandescent bulbs --

而舊式燈泡，鎢絲燈膽…

I'm not going to ask for a show of hands

我唔係叫你哋舉手

of how many of you still have them in your homes,

話俾我知你屋企係唔係仲用緊

wasting energy every time you switch them on --

每次用都浪費能源，今日之後要換啦咁

change them after this --

or whether we have them on the stage here at TED or not --

或者 TED 個台有冇舊式燈泡…

but those old incandescent light bulbs

但我會話舊式鎢絲燈膽 應該當暖爐嚟賣

really should have been sold as heaters.

They were mis-sold for more than a hundred years.

佢哋賣錯咗成過百年

They produced heat and a little bit of light on the side.

佢哋發出好少光，但產生大量熱力

Now we have lights that produce light

而家我哋嘅燈可以發出好多光

and a little bit of heat on the side.

但同時只有非常小嘅熱力

You save 85 percent of the electricity with an LED

LED 燈比傳統鎢絲燈膽慳電 85％

that you would have done in an old incandescent.

And the best thing is, they'll also last

最正嘅係，LED 燈可以用超過廿年

for more than 20 years.

So think about that.

所以諗一諗

You'll change your smartphone seven or eight times,

你會換七至八次手機

probably more if you're in this audience.

呢度嘅觀眾或者換得更加多

You'll change your car, if you have one, three or four times.

如果你有渣車，你一世會換三至四次車

Your kids could go to school, go to college,

但 LED 唔同

你嘅細路會長大，有自己嘅下一代

go away and have kids of their own, come back,

然後帶埋佢哋小朋友見你

bring the grandkids,

you'll have the same lightbulb saving you energy.

但你仲用緊同一個 LED 燈泡

LED 幫你慳咗好多電

So LEDs are fantastic.

所以 LED 燈好正

What we decided to do

我哋決定去做嘅嘢

was not to sell LEDs on the side marked up high

唔係將 LED 吊高嚟賣

and continue to push all the old bulbs,

繼續賣舊式燈膽、鹵鎢燈同慳電膽

the halogens and the CFLs.

We decided, over the next two years,

我哋決定，跟住嚟緊呢兩年

we will ban the halogens and the CFLs ourselves.

我哋會唔會再賣鹵鎢燈同慳電膽

We will go all in.

我哋會盡全力賣 LED

And this is what business needs to do: go all-in,

而呢樣係企業需要做：盡全力

go 100 percent,

盡百分百嘅力

because then you stop investing in the old stuff,

因為你唔可以再投資落舊嘢度

you invest in the new stuff, you lower costs,

你只有投資新產品，減低成本

you use your supply chain and your creativity

利用供應鏈，善用創意

and you get the prices down so everybody can afford

令你嘅產品價格下降

令到所有人都買得起最好嘅燈膽

the best lights so they can save energy.

跟住佢哋就會慳到能源

(Applause)

（掌聲）

It's not just about products in people's homes.

唔單止係大家屋企都有嘅產品

We've got to think about the raw materials

我哋同時要諗下產品嘅原材料

that produce our products.

Obviously there's fantastic opportunities

好明顯，回收物料創造好多機會

with recycled materials,

and we can and will go zero waste.

我哋可以做到零浪費

And there's opportunities in a circular economy.

我哋嘅循環經濟先至會有機遇

But we're still dependent on natural, raw materials.

但我哋依然依賴自然原料

Let's take cotton.

睇下棉花

Cotton's brilliant. Probably many people

棉花真係好有用

可能在座各位 好多都著棉花嘅衣物

are wearing cotton right now.

It's a brilliant textile in use.

佢係非常好嘅紡織物

It's really dirty in production.

但生產過程就好污糟

It uses lots of pesticides, lots of fertilizer, lots of water.

佢用到好多殺蟲劑、化肥、水

So we've worked with others,

所以我哋同其他人

with other businesses and NGOs,

其他企業，同埋非牟利組織合作

on the Better Cotton Initiative,

實行「更優質棉花倡議」嘅計劃

working right back down to the farm,

直接追溯到農場

and there you can halve the amount of water

喺嗰度將用水減半

and halve the chemical inputs,

化肥減半

the yields increase, and 60 percent of the costs

然後產量增加咗

對於收入低嘅棉農嚟講

of running many of these farms

with farmers with low incomes

六成嘅農場經營成本嚟自化肥

can be chemical imports.

Yields increase, and you halve the input costs.

收入增加，成本又減半

Farmers are coming out of poverty. They love it.

可以走出貧窮，棉農都好鍾意

Already hundreds of thousands of farmers

而家我哋已經接觸咗幾十萬嘅農民

have been reached,

and now we've got 60 percent better cotton in our business.

而家我哋六成嘅棉花都係優質

Again, we're going all-in.

同樣，我哋盡曬全力

By 2015, we'll be 100 percent Better Cotton.

去到 2015

我哋會百分百採用優質棉花

Take the topic of 100 percent targets, actually.

我哋講下 100% 呢個目標

People sometimes think that

大家有時會諗 100% 好難做到

100 percent's going to be hard,

and we've had the conversation in the business.

公司裡面都有咁樣嘅講過

Actually, we found 100 percent is easier to do

實際上，我哋發覺

100% 比 90% 或者 50% 更加容易做到

than 90 percent or 50 percent.

If you have a 90 percent target,

如果你嘅目標要做到 90%

everyone in the business finds a reason

企業入邊嘅人都會 用盡方法唔做嗰 90%

to be in the 10 percent.

When it's 100 percent, it's kind of clear,

當目標係 100%，一切清楚

and businesspeople like clarity,

商人都鍾意直接了當

because then you just get the job done.

因為只有咁，你至會做到個目標

So, wood. We know with forestry, it's a choice.

跟住，木材

我哋知道林業可以有另一個出路

You've got illegal logging

但而家仍然有非法砍木嘅問題

and deforestation still on a very large scale,

森林砍伐依然好多

or you can have fantastic, responsible forestry

或者你可以選用有企業責任

that we can be proud of.

而我哋都認同嘅林業公司

It's a simple choice, so we've worked

所以好簡單，我哋同森林管理委員會

for many years with the Forest Stewardship Council,

with literally hundreds of other organizations,

以及其他過百個組織一齊合作好多年

and there's a point here about collaboration.

合作有一個重點

So hundreds of others, of NGOs,

過百個組織，包括非盈利組織

of forest workers' unions, and of businesses,

森林工作者聯盟同埋企業

have helped create the Forest Stewardship Council,

一齊成立咗森林管理委員會

which sets standards for forestry

制定林業準則

and then checks the forestry's good on the ground.

確保林業健康發展

Now together, through our supply chain,

通過我哋供應鏈 同埋同合作夥伴一齊

with partners, we've managed to certify

我哋而家認可咗 3,500 萬公頃嘅森林

35 million hectares of forestry.

That's about the size of Germany.

幾乎係德國咁大

And we've decided in the next three years,

而我哋決定嚟緊三年

we will double the volume of certified material

我哋公司會用認可原材料多一倍

we put through our business.

So be decisive on these issues.

所以喺環保問題上要果斷

Use your supply chain to drive good.

用自身嘅供應鏈去推動環保

But then it comes to your operations.

跟住落嚟就係實行

Some things are certain, I think.

我覺得有啲嘢係好明確

We know we'll use electricity in 20 or 30 years' time.

當我哋知道我哋 嚟緊二、三十年仲會用電

We know the sun will be shining somewhere,

我哋知道太陽會照住某個地方

and the wind will still be blowing in 20 or 30 years' time.

風仍然會喺度

So why not make our energy out of the sun and the wind?

咁點解唔利用太陽同風去發電呢？

And why not take control of it ourselves?

點解我哋唔控制佢哋呢？

So we're going 100 percent renewable.

所以我哋會用 100% 可再生能源

By 2020, we'll produce more renewable energy

到 2020 年

我哋會產生嘅可再生能源

than the energy we consume as a business.

比我哋公司需要嘅更多

For all of our stores, our own factories,

喺我哋所有鋪頭、工廠、物流中心

our distribution centers,

我哋已經裝咗三十萬塊太陽能板

we've installed 300,000 solar panels so far,

and we've got 14 wind farms we own and operate

喺 6 個國家有 14 個自己嘅風電場

in six countries, and we're not done yet.

呢啲都未止

But think of a solar panel.

諗下一塊太陽能板 可以喺七至八年內回到本

A solar panel pays for itself in seven or eight years.

The electricity is free.

電仲係要免費

Every time the sun comes out after that,

每次太陽出嚟，電都係免費

the electricity is free.

So this is a good thing for the CFO,

呢樣唔單止 對於提出可持續發展嘅人

not just the sustainability guy.

對於財務總監嚟講，都係好事

Every business can do things like this.

每間公司都可以咁樣做

But then we've got to look beyond our operations,

唔止營運，將眼光放遠

and I think everybody would agree

我覺得每個人都會贊成

that now business has to take full responsibility

今時今日嘅企業 需要對供應鏈負全責

for the impacts of your supply chain.

Many businesses now, fortunately,

好彩好多企業而家都有行為守則 同埋對供應鏈嘅審計

have codes of conduct and audit their supply chains,

but not every business. Far from it.

但唔係每間企業都做到

And this came in IKEA actually in the '90s.

而且數目遠遠唔夠

呢個問題其實喺 90 年代 曾經喺宜家發生過

We found there was a risk

我哋發現供應鏈裡面 有使用童工嘅風險

of child labor in the supply chain,

and people in the business were shocked.

而公司裡面嘅人都好震驚

And it was clearly totally unacceptable, so then you have to act.

好明顯呢種情況係接受唔到

So a code of conduct was developed,

所以就要行動

於是制訂行動守則

and now we have 80 auditors out in the world

而呢家我哋全世界有 80 個審計員

every day making sure all our factories

每日確保我哋所有工廠 都有好嘅工作環境

secure good working conditions

and protect human rights

同埋保障到人權

and make sure there is no child labor.

確保無童工

But it's not just as simple as making sure

但唔係話確保無童工咁簡單

there's no child labor.

You've got to say that's not enough today.

你要知道今時今日咁樣仲未夠

I think we'd all agree that children

我覺得我哋都會同意

are the most important people in the world

兒童係世界上最重要 又係最易受到傷害嘅一班人

and the most vulnerable.

So what can a business do today

所以今日企業

點樣可以利用自己嘅價值鏈 支持更好嘅生活質素

to actually use your total value chain

to support a better quality of life

and protect child rights?

同保護兒童權益呢？

We've worked with UNICEF and Save the Children

我哋同聯合國兒童基金會 同救助兒童會合作

on developing some new business principles

針對兒童權益制定新嘅商業守則

with children's rights.

Increasing numbers of businesses

愈嚟愈多企業簽署呢個守則

are signing up to these,

but actually in a survey, many business leaders

但一個調查發現，好多企業老闆

said they thought their business had nothing to do with children.

覺得佢哋企業同兒童毫無關係

So what we decided to do was, we will look

所以我哋決定

同知得比我哋多嘅合作夥伴一齊

and ask ourselves the tough questions

with partners who know more than us,

問自己最難嘅問題︰

what can we do to go beyond our business

我哋點樣先可以喺企業以外

to help improve the lives of children?

幫到兒童提升佢哋嘅生活質素？

We also have a foundation

我哋有一個基金 承諾同合作夥伴一齊

that's committed to work through partners

and help improve the lives and protect the rights

喺 2015 年之前幫一億兒童 改善生活同維護權益

of 100 million children by 2015.

You know the phrase,

你哋有冇聽過

you can manage what you measure?

「你能夠管理你檢討嘅嘢」？

Well, you should measure what you care about.

其實你應該檢討你關心嘅嘢

If you're not measuring things,

如果你唔檢討

you don't care and you don't know.

表示你唔關心，亦唔會了解

So let's take an example, measure the things

舉個例，檢討對企業重要嘅野

that are important in your business.

係咪時候男同女都可平等 一齊領導企業呢？

Isn't it about time that businesses

were led equally by men and women?

(Applause)

（掌聲）

So we know for our 17,000 managers across IKEA

宜家一萬七千個經理裡面

that 47 percent are women today,

47% 係女性

but it's not enough, and we want to close the gap

但仲未夠，而我哋希望縮小差距

and follow it all the way through to senior management.

兼且一路實行到管理層

And we do not want to wait another hundred years.

我哋唔想再等多一百年

So we've launched a women's open network

所以宜家今個星期 搞咗個女性公開交流嘅活動

this week in IKEA,

and we'll do whatever it takes to lead the change.

我哋為咗改變，會做任何嘅嘢

So the message here is,

所以訊息係︰

諗下你關心嘅嘢，然後改變嗰樣嘢

measure what you care about and lead the change,

and don't wait a hundred years.

唔好再等一百年啦

So we've gone from sustainability

我哋嘅可持續發展

being a nice-to-do to a must-do. It's a must-do.

由以前「做下都幾唔錯」 到家下「必須做」

It's still nice to do, but it's a must-do.

做係好嘅，同埋必須要做到

And everybody can do something on this as an individual.

每個人都可以以個人身份出一分力

Be a discerning consumer.

做一個有辨別能力嘅消費者

Vote with your wallets.

用你嘅銀包去表態

Search out the companies

幫襯嗰啲有實際行動嘅公司

that are acting on this.

But also, there are other businesses already acting.

但同時，已經有好多企業坐言起行

I mentioned renewable energy.

我提過可再生能源

You go to Google or Lego,

你去 Google 或者 Lego 公司

they're going 100 percent renewable too,

佢哋已經做緊百分百可再生能源

in the same way that we are.

就好似我哋咁

On having really good sustainability strategies,

至於有好好可持續發展策略嘅公司

there are companies like Nike, Patagonia,

好似 Nike、Patagonia Timberland、瑪莎等企業

Timberland, Marks & Spencer.

But I don't think any of those businesses would say

但我唔覺得上邊提及嘅 任何一間公司

they're perfect. We certainly wouldn't.

會話自己係完美，我哋亦唔會

We'll make mistakes going forward,

我哋喺前進過程裏面都會犯錯

but it's about setting a clear direction, being transparent,

但更重要係有 清晰嘅方向、透明度

having a dialogue with the right partners,

同適當嘅夥伴有溝通

and choosing to lead on the issues that really count.

同埋幫手解決真正重要嘅問題

So if you're a business leader,

所以如果你係公司主席

if you're not already weaving sustainability

如果你未準備好將可持續發展

right into the heart of your business model,

擺喺你商業模式裡面

I'd urge you to do so.

我求你去做

And together, we can help create

我哋一齊會創造 一個可持續發展嘅世界

a sustainable world,

and, if we get it right,

如果我哋做得啱

we can make sustainability

我哋可以將可持續發展

affordable for the many people,

變成係好多人 都可以承受嘅一樣嘢

not a luxury for the few.

而唔係少數人嘅專利

Thank you.

多謝

(Applause)

（掌聲）